THE INFLUENCE OF RELATIONSHIP MARKETING ORIENTATON TOWARD CUSTOMER LOYALTY (A Case Study of Viettel, Ha Noi Branch, VietNam)

Abstract

In telecom service market, customers are very important. The most important things of the telecom service providers is to have repeated customer. When customers committed and used a certain service repeated, the company will gain profit as long as the customer remains loyal to the service. In this study, the researcher decided to find out the influence of relationship marketing towards customer’s loyalty in telecom service providers. The research population was the customers of Viettel. This research used quantitative method analysis. The analysis method used in this research was multiple regression method. The total number of sample was 100 respondents, included 59% male and 41% female. The independent variables of relationship marketing were trust, commitment, satisfaction, communication, and bonding. While F-test to test the simultaneously of all dimensions obtained F value was 10.762, had significant influence on Customer Loyalty. The T-test clearly showed that there are two independent variables of relationship marketing have partial significant influence toward customer loyalty which are Trust (X1),Communication (X4). Coefficient determination (adjusted R square) (R²) was 0.330 it means that 33% of customer loyalty could be explained by relationship marketing variable. Meanwhile, other part of 67% of customer loyalty was influenced by other variables, which were not included in this research. The more Viettel listens and fulfills the demand of customer, the more loyalty of customers Viettel will get. The conclusion of the research is that relationship marketing simultaneously has towards customer’s loyalty. But partially, only two independent variables of relationship marketing were significant towards customer’s loyalty, which are trust and communication.